Question 1

LED (light-emitting diode)  bulbs, such as the Cree LED bulb, have been available for only a few years in low lighting levels (lumens) . They are designed to replace incandescent and compact fluorescent lightbulbs, in part because of a federal law that phases out incandescent lightbulbs in favor of more energy-efficient ones. LED bulbs will last up to 20 years. In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage
B)  decline stage
C)  accelerated development stage
D)  introduction stage
E)  maturity stageF) A) and E)
G) B) and E)

Question 2

Over a decade ago, Survivor premiered as a night-time reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns. The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode. Based on this description, the TV show was in what stage of its product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  accelerated developmentF) A) and B)
G) A) and C)

Question 3

Explain the difference between primary demand and selective demand.

Accepted Answer

Primary demand is a desire for...

Question 4

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Accepted Answer

A)  risk barriers
B)  usage barriers
C)  feature bloat barriers
D)  psychological barriers
E)  value barriersF) None of the above
G) B) and E)

Question 5

Four key challenges that package and label designers face are: (1)  connecting with customers; (2)  __________; (3)  health, safety, and security issues; and (4)  cost reduction.

Accepted Answer

A)  governmental regulations
B)  environmental concerns
C)  competition from global markets
D)  patent and trademark issues
E)  cultural and societal issuesF) A) and E)
G) None of the above

Question 6

There are several reasons a consumer might be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a usage barrier, which occurs when

Accepted Answer

A)  there is no incentive to change.
B)  there are physical, economic, or social risks.
C)  there are cultural differences.
D)  the financial commitment is too great.
E)  the product is not compatible with existing habits.F) B) and E)
G) C) and E)

Question 7

Four key challenges that package and label designers face are: (1)  connecting with customers; (2)  environmental concerns; (3)  __________; and (4)  cost reduction.

Accepted Answer

A)  health, safety, and security issues
B)  competition from global markets
C)  patent and trademark issues
D)  governmental regulations
E)  cultural and societal issuesF) A) and B)
G) A) and C)

Question 8

The four steps in the sequential process of building the brand equity pyramid are: (1)  developing positive brand awareness; (2)  establishing a brand's meaning in the minds of consumers; (3)  __________; and (4)  creating an intense, active, and loyal consumer-brand connection.

Accepted Answer

A)  forming a brand personality
B)  easing consumers' decision making
C)  developing brand licensing criteria
D)  rewarding loyal customer behavior
E)  eliciting the proper consumer responses to a brand's identity and meaningF) A) and E)
G) A) and D)

Question 9

Describe a brand name and explain how it is related to a logo.

Accepted Answer

A brand name is any word, device (design...

Question 10

Mixed branding refers to a branding strategy in which a firm

Accepted Answer

A)  gives each product a distinct name when each brand is intended for a different market segment.
B)  uses different brand names for the same product across multiple countries.
C)  uses one name for all its products in a product class.
D)  produces products but sell them under the brand name of a wholesaler or retailer.
E)  markets some products under its own name(s)  and other products under the name of a reseller because the segment attracted to the reseller is different from its own market.F) A) and E)
G) None of the above

Question 11

Product form refers to

Accepted Answer

A)  the legal description of an individual item including all its salient characteristics.
B)  the SKU designation assigned to a product item.
C)  a series of product items that share similar characteristics in terms of usage.
D)  variations within the product class.
E)  a group of product items that comprise an industry.F) A) and C)
G) C) and D)

Question 12

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it, is referred to as a

Accepted Answer

A)  brand name.
B)  copyright.
C)  trademark.
D)  label.
E)  trade name.F) A) and E)
G) All of the above

Question 13

A ____________ product is a style of the times.

Accepted Answer

A)  high-learning
B)  fashion
C)  low-learning
D)  fad
E)  generalizedF) C) and E)
G) A) and D)

Question 14

All electric-powered automobiles such as the Tesla Motors Model S are in which stage of its product life cycle?

Accepted Answer

A)  growth
B)  maturity
C)  introduction
D)  decline
E)  accelerated developmentF) A) and C)
G) A) and D)

Question 15

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A)  manufacturer branding
B)  private branding
C)  generic branding
D)  co-branding
E)  brand licensingF) B) and D)
G) C) and D)

Question 16

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing __________ barrier.

Accepted Answer

A)  a usage
B)  a risk
C)  a value
D)  an emotional
E)  a psychologicalF) A) and B)
G) A) and C)

Question 17

Gatorade's enhanced beverages and the creation of the G Series of products illustrate ___________________________ and masterful brand management in a dynamic marketplace.

Accepted Answer

A)  continuous product development
B)  functional product development
C)  communications development
D)  physical product development
E)  tangible product developmentF) C) and D)
G) A) and E)

Question 18

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to

Accepted Answer

A)  capitalize on the price insensitivity of early buyers.
B)  discourage competition from other manufacturers.
C)  ease the product into its maturity stage.
D)  gain the largest unit sales possible.
E)  gain more distribution outlets.F) B) and C)
G) B) and D)

Question 19

During the introduction stage of the product life cycle, the place (distribution)  element of the marketing mix is highly involved with

Accepted Answer

A)  increasing inventory levels at warehouses and distribution centers to meet potential demand.
B)  gaining as many retail distribution outlets as possible, even though many will be reluctant to carry the new product.
C)  using an intermodal logistics system to get the products through the marketing channel as quickly as possible.
D)  building storage warehouses and distribution centers to establish an efficient infrastructure for the new product.
E)  obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce.F) A) and D)
G) A) and C)

Question 20

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Accepted Answer

Six criteria most often mentioned when s...

Exam 11: Managing Successful Products Services and Brands

Four key challenges that package and label designers face are: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction.

Correct Answer
verified

A ____________ product is a style of the times.

Correct Answer
verified

Correct Answer
verified

The four steps in the sequential process of building the brand equity pyramid are: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

Correct Answer
verified

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to

Correct Answer
verified

Mixed branding refers to a branding strategy in which a firm

Correct Answer
verified

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Correct Answer
verified
Six criteria most often mentioned when s...
View Answer

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with

Correct Answer
verified

All electric-powered automobiles such as the Tesla Motors Model S are in which stage of its product life cycle?

Correct Answer
verified

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Correct Answer
verified

Correct Answer
verified

Gatorade's enhanced beverages and the creation of the G Series of products illustrate ___________________________ and masterful brand management in a dynamic marketplace.

Correct Answer
verified

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing __________ barrier.

Correct Answer
verified

Explain the difference between primary demand and selective demand.

Correct Answer
verified
Primary demand is a desire for...
View Answer

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct Answer
verified

Product form refers to

Correct Answer
verified

Four key challenges that package and label designers face are: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction.

Correct Answer
verified

There are several reasons a consumer might be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a usage barrier, which occurs when

Correct Answer
verified

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it, is referred to as a

Correct Answer
verified

Describe a brand name and explain how it is related to a logo.

Correct Answer
verified
A brand name is any word, device (design...
View Answer

Exam 11: Managing Successful Products Services and Brands

Four key challenges that package and label designers face are: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction.

Correct AnswerverifiedShow Answer

A ____________ product is a style of the times.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The four steps in the sequential process of building the brand equity pyramid are: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

Correct AnswerverifiedShow Answer

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to

Correct AnswerverifiedShow Answer

Mixed branding refers to a branding strategy in which a firm

Correct AnswerverifiedShow Answer

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Correct AnswerverifiedSix criteria most often mentioned when s...View AnswerShow Answer

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with

Correct AnswerverifiedShow Answer

All electric-powered automobiles such as the Tesla Motors Model S are in which stage of its product life cycle?

Correct AnswerverifiedShow Answer

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Gatorade's enhanced beverages and the creation of the G Series of products illustrate ___________________________ and masterful brand management in a dynamic marketplace.

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing __________ barrier.

Correct AnswerverifiedShow Answer

Explain the difference between primary demand and selective demand.

Correct AnswerverifiedPrimary demand is a desire for...View AnswerShow Answer

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct AnswerverifiedShow Answer

Product form refers to

Correct AnswerverifiedShow Answer

Four key challenges that package and label designers face are: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction.

Correct AnswerverifiedShow Answer

There are several reasons a consumer might be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a usage barrier, which occurs when

Correct AnswerverifiedShow Answer

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it, is referred to as a

Correct AnswerverifiedShow Answer

Describe a brand name and explain how it is related to a logo.

Correct AnswerverifiedA brand name is any word, device (design...View AnswerShow Answer

Correct Answer
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verified
Six criteria most often mentioned when s...
View Answer

Correct Answer
verified

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Primary demand is a desire for...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
A brand name is any word, device (design...
View Answer